A STUDY ON CONSUMER ATTITUDE AND PURCHASE INTENTION TOWARDS HERBAL PRODUCTS IN INDIA

The desire for knowledge and the preference for natural or plant-based medicines, cosmetics, and botanical products are increasing worldwide, irrespective of developed and developing nations. This growth is mainly attributed to several factors, as these products are considered to have minimal or no side effects and are available at affordable prices. The market remains highly consumer-driven, and organizations continuously attempt to understand patterns of consumer buying behaviour, which is often complex and dynamic. Various factors influence consumer perception, including personal beliefs, price considerations, brand image, perceived benefits, and product effectiveness. These aspects form an important part of consumer behavioural studies. Individuals increasingly rely on herbal and natural products in their daily lives and show strong confidence in herbal remedies and traditional treatments. Apart from perception, external influences such as media exposure, medical professionals recommendations, and social opinions also affect consumers purchasing decisions and usage patterns..